This is the first of many posts that will include real life examples of implementations you can have in your recruitment marketing process.
Whether you know it or not there are a number of candidates today that opt to apply to your organization but in the end don’t fully complete the apply process. This can be for a variety of reasons including they are applying from work, were taken away for a few minutes, the application was too long and hopefully not the case they thought they did apply but they actually didn’t.
These candidates often represent anywhere from 30-60% of the candidates that enter your application. Meaning that 30-60% of candidates that come through your recruitment marketing channels don’t finish the apply process. While this may seem high, this is the common percentage we’ve seen with organizations tracking this data. And in this case, you are missing out on a large number of candidates your recruitment sources are providing you.
Why these candidates may be worth your time?
Now these candidates obviously have some interest in your organization but do you have interest in them? Some organizations we’ve spoken to have mentioned not wanting to interact with candidates that don’t put forth the effort to finish applying.
In general, I think this is short-sighted. We don’t know the reason why the candidate couldn’t finish the application and have little information on them up to this point. They could be a really good fit for the organization for all we know.
I think it’s an error if we determine that all these candidates would be unqualified for our organization. And this is not even touch upon the candidates that think they have applied but their final application wasn’t submitted.
The goal should be to get them into our systems, capture information on them and to evaluate their potential fit for the organization before dismissing them.
Why doesn’t this happen today?
Overall, I think this is mostly a technology and process issue for recruiting organizations. As a candidate enters an application, many organizations have little to no information on them much less have their contact information to reach back out. When a candidate leaves the system, even if organizations wanted to are unable to reach back out to them to gauge interest on finishing the application.
For organizations that are able to see unfinished applications and identify candidates that didn’t finish, there may also be an issue with communicating and campaigning to candidates. While recruiters may be able to reach out directly (if email or phone is available) this process is inefficient for organizations to make standard as automation options do not exist.
All in all, recruiting organizations that want to add this to their process are unable to do so with existing systems.
How to do it and the value
So here’s a real life example of how this can be implemented and automated within the recruitment process with a recruitment marketing platform.
Within the job apply flow, a simple opt-in form is included. This form captures simple contact information for the contact with the information inputted entering the organizations recruitment CRM.* An email is automatically sent to the candidate thanking them for joining your Talent Network.
*Think of this as the dropped call step in a customer service call. This enables you to engage with this candidate if for some reason his information doesn’t enter your ATS.
As the candidate continues on to the application, the RMP tracks progress and is able to determine if the candidate ultimately finishes the application in the ATS. If the candidate completes the application, no further communication is sent (unless you have that set up in your ATS.)
If a candidate fails to apply, you can set up automatic trigger campaigns to deliver an unfinished application reminder. This campaign can go out 24-48 hours after a candidate entered the application with a link back to the job they started applying for. It can also ask them for feedback on why they dropped off of the application. Best of all, this email would be set up to send to all candidates that drop-off your application helping to understand the reason for drop-off and boosting overall candidate flow.
With this configuration, organizations are able to not only improve the performance of all of their recruitment campaigns but also provide a much tighter communication to improve the candidate experience for prospective applicants. Both of which should help your organization improve your overall ROI and the # of qualified candidates you are able to attract to your jobs.